Hard Rock Bet
Kambi Group plc signs first major odds feed partnership with leading US operator Hard Rock Digital
Operator’s Hard Rock Bet brand to leverage Kambi’s new Odds Feed+ product, marking a significant milestone in Kambi’s modularisation strategy
Kambi Group plc (“Kambi”), the world’s trusted sports betting partner, has entered into a landmark agreement with Hard Rock Digital, one of the leading sports betting operators in the US, to deliver its new cutting-edge Odds Feed+ solution to the operator’s multi-state Hard Rock Bet brand which is available in eight US states including Arizona, Florida, Illinois, Indiana, New Jersey, Ohio, Tennessee, and Virginia.
The partnership will see Kambi provide Hard Rock Bet with its comprehensive suite of odds across both pre-match and live betting, with odds uniquely benefitting from the power of Kambi’s leading turnkey sportsbook, as well as Kambi’s AI trading division Tzeract. Hard Rock Bet is expected to launch with Kambi’s Odds Feed+ in Q4 2024.
Kambi’s full library of odds are delivered through a single API integration, giving operators the ability to create their own bespoke Odds Feed+ package, with the freedom to revise on demand. Hard Rock Bet will initially offer a selection of Kambi’s global sports odds, however, the flexibility of Kambi’s single API odds feed provides Hard Rock Bet the ability to add additional international or US sports as required.
As Kambi’s first major Odds Feed+ partnership, the collaboration with Hard Rock Digital marks a significant milestone in Kambi’s long-term strategy. The partnership has great potential to become a significant source of revenue for Kambi, subject to the scope of additional services taken by Hard Rock Digital over the coming years.
Werner Becher, Kambi CEO, said: “This Odds Feed+ partnership with Hard Rock Digital represents another important step forward for Kambi. The deal builds on the strategy Kambi set out 18 months ago to leverage our position as the world’s leading sportsbook provider with the offer of standalone products that uniquely benefit from our turnkey sportsbook. Hard Rock is one of the leading sportsbook operators in the US and precisely the kind of prestigious partner we were targeting as part of this modularisation approach.”
Matt Primeaux, Executive Managing Director & President of Hard Rock Digital, added: “The addition of Kambi’s odds feed will provide us with a greater range of betting options and more flexibility, while still allowing our team to maintain control of our core product. We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”
Sportradar AG has announced that it has expanded its multi-year agreement with Hard Rock Bet, adding official PGA TOUR and Ultimate Fighting Championship (UFC) data, odds, and enhanced in-play betting capabilities to its existing suite of services in the US.
Hard Rock Bet Sportsbook players will benefit from new in-play offerings for the PGA TOUR, rights Sportradar acquired through its IMG ARENA acquisition, including dynamic micro markets such as hole winner and hole score. These new markets are complemented by advanced visualizations designed to enhance the live betting experience, featuring a real-time leaderboard with play-by-play commentary, 3D shot tracking for every hole, and automated insights throughout each round.
For UFC events, Hard Rock Bet users will gain access to an expanded range of in-play micro markets, including strikes attempted and landed, as well as takedowns, alongside a live match tracker with in-fight statistics, official branding, and fighter imagery, creating a more immersive, data-driven fan experience.
Through the partnership, Sportradar continues to power Hard Rock Bet with a broad portfolio of betting markets and real-time products, including live match trackers, APIs, and an extensive AV portfolio spanning more than 700,000 events annually across major sports.
Eduard Blonk, Chief Commercial Officer at Sportradar said: “We’re bringing the full scale of our official data, odds and AV portfolio to Hard Rock Bet’s customers. The addition of our newly acquired PGA TOUR and UFC content can help operators unlock more dynamic in-play betting opportunities and deepen fan engagement. We look forward to continuing our collaboration to enhance the live sports experience for Hard Rock Bet’s customers across North America.”
Mike Primeaux, Executive Managing Director and COO of Hard Rock Digital, said: “By continuing to integrate Sportradar’s content, we’re giving players more ways to engage with the action on our top-rated app. This partnership strengthens Hard Rock Bet’s differentiated experience and supports our goal of delivering a simple, personalized journey that keeps fans connected to the moments they care about most.”
The post Sportradar Expands its Partnership with Hard Rock Bet appeared first on Americas iGaming & Sports Betting News.
1X2 Network, the leading iGaming content supplier and aggregator, has announced its partnership with Hard Rock Bet, bringing its diverse slot portfolio to their platform.
The agreement sees a selection of top performing 1X2 Network titles go live on Hard Rock Bet’s Michigan platform, including player favourites 3 Hot Chilli Peppers, Burn in Love and Train Strike Hold & Win. The agreement marks the debut of 1X2 Network content on Hard Rock Bet’s Michigan platform.
1X2 Network entered the Michigan market last year and has been delivering online casino content for regulated markets across Europe, North America, and Africa for over a decade, building a reputation for innovative mechanics and player first game design.
Christopher Reid, Commercial Director at 1X2 Network, said: “This partnership marks another milestone for 1X2. Hard Rock Bet is one of the most recognisable brands in the industry, and we’re excited to deliver engaging, high-quality content to their players.”
“We’re excited to welcome 1X2 Network to Hard Rock Bet Casino in Michigan. At Hard Rock Bet, we take a player-first approach to everything we do, and this launch adds more high-quality entertainment and variety for our players,” said Rich Criado, VP of Casino at Hard Rock Bet.
The post 1X2 Network Partners with Hard Rock Bet appeared first on Americas iGaming & Sports Betting News.
Editor’s Take
Why this matters: Florida is a “monopoly market” controlled by the Seminole Tribe, meaning there is only one door in: Hard Rock Bet. By securing vendor registration here, BETER gains access to one of the most populous states in the U.S. without the fragmentation of competition seen in states like New Jersey. The immediate deployment of Setka Cup (table tennis) fills a crucial need for 24/7, fast-paced content during U.S. daytime off-hours.
The Full Story
BETER, the provider of next-gen betting content and data, has officially entered the Florida sports betting market after securing Vendor Registration from the Seminole Tribe of Florida (dba Seminole Gaming).
The regulatory approval allows BETER to supply its fast-paced betting products to the state’s sole authorized operator, Hard Rock Bet.
Day One Impact: Table Tennis Following the approval, BETER has immediately launched its exclusive Setka Cup table tennis tournaments on the Hard Rock Bet platform.
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The Product: Setka Cup provides 24/7 live streaming, real-time data, and odds.
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The Reach: Florida becomes the fifth U.S. state where Setka Cup is available to bettors.
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The Metric: BETER covers approximately 700,000 fast-paced events annually, offering up to 50 betting markets per event with margins often exceeding market standards.
Next Phase: Esports While table tennis is live now, BETER has confirmed that its esports portfolio—specifically ESportsBattle—will be integrated into Hard Rock Bet in the “near future.” This will bring round-the-clock eFootball, eBasketball, and other fast-market disciplines to Florida bettors.
Management Commentary Chuck Robinson, Chief Revenue Officer at BETER, emphasized the strategic value of the exclusive Hard Rock partnership:
“Launching Setka Cup with our partner Hard Rock Bet is particularly significant, as it allows us to introduce our fast-betting content to Florida bettors through a highly trusted sportsbook platform. We see strong long-term potential in Florida… Our esports content, particularly ESportsBattle, will also be going live soon.”
Valeriia Tarchynska, Chief Legal Officer at BETER, noted the complexity of the approval:
“Obtaining vendor registration in Florida reflects the strength of our regulatory strategy… We are grateful to the Seminole Tribe of Florida dba Seminole Gaming for their cooperation throughout the registration process.”
This approval is part of a wider U.S. expansion strategy for BETER, which has already secured access in key states including Ohio, Arizona, and Kentucky.
The post BETER Cracks Florida Market: Setka Cup Now Live on Hard Rock Bet appeared first on Gaming and Gambling Industry Newsroom.
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